Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in December with 153 million unique viewers, followed by Facebook.com with 58.8 million, VEVO with 51.6 million, NDN with 49.9 million and Yahoo! Sites with 47.5 million. Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.2 billion, followed by AOL, Inc. with 692 million. Google Sites had the highest average engagement among the top ten properties.

Top US Online Video Content Properties Ranked by Unique Video Viewers December 2012 Total US - Home and Work Locations Content Videos Only (Ad Videos Not Included) (Source: comScore Video Metrix)

Property

Total Unique Viewers (000)

Videos (000)*

Minutes per Viewer

Total Internet : Total Audience

181,717

38,673,322

1,150.2

Google Sites

152,971

13,181,969

388.3

Facebook.com

58,776

419,959

16.4

VEVO

51,640

592,463

39.3

NDN

49,942

510,319

69.5

Yahoo! Sites

47,516

383,514

51.5

AOL, Inc.

42,425

692,467

55.0

Viacom Digital

42,334

431,833

39.4

Microsoft Sites

40,604

472,812

39.4

Amazon Sites

38,129

138,968

10.3

Grab Media, Inc.

34,911

203,512

28.8

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 video ad properties by video ads viewed

Americans viewed 11.3 billion video ads in December, with Google Sites ranking first with nearly 2 billion ads. BrightRoll Video Network came in second with 1.8 billion, followed by Liverail.com with 1.8 billion, Adap.tv with 1.5 billion and Hulu with 1.5 billion. Time spent watching video ads totaled 4.1 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 966 million minutes. Video ads reached 53% of the total US population an average of 70 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 65, while Google Sites delivered an average of 20 ads per viewer.

Top US Online Video Ad Properties Ranked by Video Ads* Viewed December 2012 Total US - Home and Work Locations Ad Videos Only (Content Videos Not Included) (Source: comScore Video Metrix)

Property

Video Ads (000)

Total Ad Minutes (MM)

Frequency (Ads per Viewer)

% Reach Total US Population

Total Internet : Total Audience

11,322,657

4,135

69.9

52.6

Google Sites

1,998,861

155

20.0

32.4

BrightRoll Video Network**

1,826,453

966

13.8

43.1

LiveRail.com†

1,797,940

813

18.2

32.1

Adap.TV†

1,541,695

741

11.7

42.9

Hulu

1,454,115

584

64.9

7.3

Specific Media**

988,399

419

7.7

41.6

TubeMogul Video Ad Platform†

783,934

297

8.4

30.3

Tremor Video**

743,969

361

8.6

28.0

Auditude, Inc.**

736,787

153

12.8

18.7

Videology**

632,977

337

7.5

27.3

*Video ads include streaming-video advertising only and do not include other types of video monetisation, such as overlays, branded players, matching banner ads, etc.**Indicates video ad network†Indicates video ad exchange/DSP/SSP

Top 10 YouTube partner channels by unique viewers

The December 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.5 million viewers. Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios Inc. with 30 million, Warner Music with 26 million and Machinima with 26 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (68 minutes per viewer) followed by Maker Studios (44 minutes per viewer). VEVO streamed the greatest number of videos (565 million), followed by Machinima (503 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers December 2012 Total US - Home and Work Locations Content Videos Only (Ad Videos Not Included) (Source: comScore Video Metrix)

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

50,485

564,531

37.9

Fullscreen @ YouTube

31,079

191,159

19.1

Maker Studios Inc. @ YouTube

30,013

362,971

43.6

Warner Music @ YouTube

26,025

141,622

18.1

Machinima @ YouTube

25,994

502,656

68.1

BroadbandTV @ YouTube

13,370

79,937

18.1

Collective Digital Studio @ YouTube

9,281

59,197

20.2

ygent @ YouTube

8,640

25,991

9.4

Alloy Digital @ YouTube

8,582

57,643

25.2

MOVIECLIPS @ YouTube

8,471

29,729

9.3

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from December 2012 include: 84.9% of the US Internet audience viewed online video. The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 22.6% of all videos viewed and 1.9% of all minutes spent viewing video online.

SOURCE

comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.Go to: http://www.comscore.com

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